Turtle Wax, a global name in the car care industry, entered the Indian market this year. With its aggressive plans and the ongoing demand for car care products, the company aims at becoming one of the largest care car product suppliers in Doing It Yourself (DIY) segment, besides, establishing a strong presence in Do-It-For-Me (DIFM) space.

According to Sajan Murali Puravangara, Country Manager and Director, Turtle Wax India, the car care industry is an integral part of the automotive industry, and changing buying preference from the mileage, and low maintenance to aesthetics, safety, comfort and features are fuelling demand for car care products.

“India has been witnessing good growth in car sales in last decade, whereas in the last five years, we see traction in the car care industry on account of changing trends or reasons to buy a car. In recent years, the way people look at the car has changed. They buy cars for the looks and features, and that also led to an interest to keep their cars new, tidy and clean; this is bringing demand for car care products. The interest is also coming from the mass car segment. In the last two years, we are getting the indication that the car care industry will be the next sunshine industry in the future,” explained Puravangara.

Turtle Wax, a family-owned company, has been in the car care business for nearly 75 years and operates in over 120 countries. Before establishing its third subsidiary in India, the company has been operating with two subsidiaries- the US and Europe.

India has a population over 1.3 billion and only 22 people out of a thousand own car, while in the US and UK, 980 and 850 per 1,000 individuals have a car, respectively. The massive headroom for the car segment in the next one-and-a-half-decade will trigger further growth for the car care segment in the long term, opines Puravangara.

According to a research report, the current car care industry in India is slightly less than one billion USD and expected to reach $1.44 billion in 2027. Explaining the growth factors, the report says, people usually keep their cars for more than seven years in India, and hence car care products are being increasingly used to restore the paint and for detailing and interiors. Along with this, many car care product manufacturers from Europe and North American markets have their presence in India through e-commerce websites and strong dealership networks. The same report adds that by 2027, the interior car care product segment will be around of $0.73 billion, while the exterior car product market will grow to USD 0.7 billion.

Consumer behaviour, cheap labour, and lack of necessary know-how make the Indian car care industry more challenging for the companies to operate in the DIY space.

In western countries, cars are a part of the family, and family members take basic care. In the US and other developed countries, the DIY segment is about 80 percent of the total car care industry; however, in India, it is of around 30 percent. “In countries like India, due to the hectic work schedule and cheap labour, DIFM dominates in the car care segment. There is always a third person to take basic care of cars in India. Coupled with this, the know-how is fairly lower in India when it comes to basic things such what wax can do to your car and what are the ways to protect cars’ interior and exterior,” Puravangara said.

However, the pandemic in the last eight months has proven useful for the car care segment. “We have seen momentum in the DIY business in the last six months. Since people have been at home, they have a lot of time at their disposal. They find time to take care of their cars. We are also seeing people are increasingly enquiring on different social media platforms on how to take care of their cars and sharing other issues,” he said.

As a part of the strategy to penetrate its products, the company will heavily focus on educating consumers on primary car care and the company’s products. “Being a global leader in the car care industry, it is our top priority to educate people on car care, know-how and our product usages and benefits.”

In the next three to four months, the company will start campaigns on social media channels. The campaign will invite consumers with their queries or to share their experience and issues.

“The company will also bring out videos on how to use our products and use the social influencers on YouTube and Instagram,” Puravangara said.

Though India is seeing a growing number of women behind in the wheel, the car care industry is yet to consider women as their potential customers. However, Turtle Wax understands the role of women in the overall automotive industry and expects the growing number of women car owners evidently will reflect in the car care industry.

To widen its customer base, the company will also promote the car wash as a family celebration where family members will take participate in washing, cleaning and taking care of the car. “Washing and cleaning cars is a family affair in many countries, and therefore the company will be promoting the same in India as well,” added he.

However, external factors that also possess further challenges for car care products. Considering vast territories, different weather, pollutions and scarcity and quality of water put car care product performance under severe pressure. Keeping the external challenges in mind, the company plans to bring in products that are suitable to the Indian markets.

“A larger challenge is not only the availability of water but the hard water which leaves marks on the car. Coupled with this, extreme temperature and dust and pollution affect the car. We are bringing in the products that will take care of cars in the Indian environment. We have asked the company to make products suitable for the Indian market,” said the executive.

Currently, the company offers the products required to clean, shine and protect the car inside out. The product portfolio includes shampoo to clean, wax to shine and various interior cleaners in the form of foam and liquid to clean the interiors of the car. It also offers various speciality products like trim restorer, chrome polish, headlight lens restorer, Odor-X Odor removing solutions, etc. to address specific car care requirements. Turtle Wax also has a ceramic coating that has 10H hardness which gives the high gloss, ultra-hydrophobicity, extreme chemical resistance, UV protection and easy cleaning properties. The company plans to bring in graphene-based ceramic coating solutions, which is the new technology in the car care industry.

The company is planning to bring 75th-anniversary Ceramic Paste Wax in Q1 2021, and will also introduce windshield washer fluid shortly in India. Other products from the company for the India market include all-metal polish that polishes all metal surfaces of the car’s exterior; Glass cleaner to keep the glass streak-free during the ride; ClearVue Rain Repellent that helps get better visibility during the monsoon rains; Trim Restorer since the Trims fades here in India more than the rest of the world and Windscreen washer fluid to remove the dirt and grime from the windshield glass.

The company will also introduce waterless washing products that cater to areas where water is scarce. The company’s waterless wash and wax has advanced polymer technology that lifts dirt to prevent starching, while the enriched wax gives a shiny and protective finish. Its rain repellent formula prevents watermarks and extends time in between cleaning.

The company will also bring in its Turtle Wax Hybrid Solutions ICE Seal N Shine, premium car paint sealant. The ICE Seal N Shine gives the car a layer of super-hydrophobic silicone for up to six months of protection against streaks, scratches and swirls.

To set up its network, the company will go through a distribution route and for which it has selected 23 cities, which have larger car density. Turtle Wax India is appointing own distributors in these cities who will take care of retailers and workshops. It has also identified another 48 towns in which it will supply products to dealers who will provide the products in the respective markets.

“We will have our main presence in all metro cities including Chennai, Hyderabad, Bangalore, Delhi-NCR, Kolkata, Pune, Mumbai, and additional upcoming cities like Ahmedabad, Coimbatore, Cochin, Surat etc,” he added.

The company plans to have about 10,000 outlets by the end of next June. Turtle Wax India has also set up the car care studios in Pune, Bangalore and New Delhi. The studio will be not based on a franchise concept; instead, it will be a co-branded activity. “We provide our products and branding support, but the studios also keep their brand identity,” he said. The company also has plants to have such studios in its 23 cities.

Puravangara declined to share the current revenue and future commercial targets but said sales numbers are increasing with each passing month. Currently, the company is importing its products from global subsidiaries, but he said the company will have a look into setting up local production capabilities. “The way it is going, we will have to do something locally as well. I don’t think we will be able to manage (the demand) with our global support when the demand goes up,” he said.

The company is looking for an option of re-packaging under which it will get bulk products and repack for the domestic market. “We will also see if some India oriented products will be manufactured here, completely. Those options are quite open,” he added.

Many Indians are using hair shampoo sachets to wash cars. When asked whether the company is looking to introduce car wash shampoo in sachets, he said it will not look into sachet option but will be looking to have a bottle of 100 to 200 ml. “We are still looking at those options of small bottles, but per wash, cost increases with smaller bottles,” he added.

Talking on the challenges, he said, it is on finalising the complete product portfolio that suits to the rapidly changing requirements of the Indian market. “We need to keep reinventing on products to be a leader in the market,” he concluded. (MT)

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The Light Electric-Vehicle Acceleration Forum (LEAF), an industry body association initiated by Hero MotoCorp, Ather Energy and IPEC, to accelerate the adoption of electric two-wheelers and three-wheelers in India. The forum was inaugurated by H D. Kumaraswamy, Union Minister for Heavy Industries & Public Enterprises.

LEAF serves as a neutral platform bringing together original equipment manufacturers (OEMs), charging infrastructure operators and technology providers. The consortium focuses on advancing interoperability across fragmented charging networks to standardise the user experience.

A primary technical focus for the forum is the implementation of LECCS (Light Electric Combined Charging System), which is approved by the Bureau of Indian Standards (IS 17017 Part 2/Sec 7) as a ‘Type 7’ connector supporting both AC and DC charging. It enables unified communication and roaming capabilities, allowing vehicles from different manufacturers to utilise the same public infrastructure.

The forum was founded through a Memorandum of Understanding (MoU) between three entities: Hero MotoCorp Limited (via its Emerging Mobility Business Unit), Ather Energy and IPEC India.

At launch, the consortium included over 20 member organisations, including vehicle manufacturers, charge point operators and software providers. The founding members constitute the initial steering committee, with plans to expand membership in the coming months.

The founding members, Kausalya Nandakumar (Hero MotoCorp), Ravneet S Phokela (Ather Energy), and Zohra Khan (IPEC India), said, “EV adoption in India has reached an inflection point, and the next phase of its growth will depend on how effectively the industry addresses charging anxiety, as users navigate fragmented networks and inconsistent experiences. Delivering a seamless and interoperable charging experience at scale will require alignment on shared approaches, which LEAF aims to enable. We believe India has the potential to emerge as a global leader in light electric mobility, and initiatives like LEAF are key to unlocking this potential by building a more cohesive and scalable public charging ecosystem.”

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Czech automotive brand Skoda Auto, one of the world’s oldest automotive brands and part of the Volkswagen Group, is set to exit China.

Skoda Auto has been struggling in the Chinese market with sales bottoming out at 15,000 units in 2025, from its peak of 341,000 in 2018, marking just a 0.1 percent market share in the world’s most competitive market. 

Volkswagen Group has confirmed that Skoda Auto will exit China by mid-2026 and turn its focus on key growth markets such as India and Southeast Asia.

The Czech automaker had established its presence in China nearly two decades ago, selling more than 3 million vehicles. Its parent company Volkswagen Group has had an aggressive focus in the country with nearly 40 plants, 50 million customers and its biggest Research & Development facility outside Germany.

In a statement to the media, Volkswagen Group China, stated “For Skoda customers in China, warranty and aftersales services will remain fully available.” Thus, giving some sense of security for existing customers.

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ICRA has reported that India’s automobile sector is expected to experience a moderation in growth during FY2027. This follows a period of expansion in FY2026 driven by GST rationalisation and resilient economic activity. While policy changes improved affordability in the two-wheeler segment and enhanced fleet economics for commercial vehicles, growth rates are projected to normalise against a higher base.

The CV segment led the recent industrial upcycle, supported by infrastructure activity and GST rate cuts. Domestic wholesale volumes increased by 12.5 percent YoY during the first 11 months of FY2026, while retail volumes rose by 28.9 percent in February 2026.

Segment Forecasts:

• FY2026: Growth is expected to exceed previous estimates of 7-9 percent.
• FY2027: Growth is projected to moderate to 4-6 percent.
• Constraints: High funding costs and a consumer preference for pre-owned light commercial vehicles (LCVs) may limit near-term expansion.

The two-wheeler segment recorded a recovery in FY2026, with retail volumes growing by 11.5 percent in the 11M FY2026 period. This was supported by improved rural demand and financing availability following GST cuts for motorcycles and scooters below 350 cc. ICRA expects wholesale growth to slow from 9 percent in FY2026 to 3-5 percent in FY2027.

The auto component sector is forecast to grow by 7-9 percent in FY2027, driven by premiumisation and replacement demand. The industry plans a capital expenditure of INR 280 billion to INR 320 billion for the year, focusing on capacity expansion and electrification. While internal accruals will fund most investments, debt reliance may increase for battery cell localisation projects.

ICRA noted that while direct export exposure to West Asia is limited for component players, indirect risks exist. Approximately 25-30 percent of India's passenger vehicle exports are linked to West Asian markets, and disruptions there could affect component demand. Other monitorables include supply-chain volatility, energy costs and currency fluctuations.

‘The broad-based recovery seen in FY2026 has largely been policy-driven, particularly due to GST rationalisation, which improved affordability and demand sentiment across segments. Growth is expected to normalise in FY2027, given the higher base and emerging challenges from global uncertainties and input cost pressures. That said, continued investments in electrification, steady replacement demand and improving rural incomes are expected to support the sector over the medium term,’ the company noted.

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JSW MG Motor India has unveiled the sixth season of its flagship MG Developer Program & Grant (MGDP), created in partnership with the Department for Promotion of Industry and Internal Trade (DPIIT). With this initiative, the company continues its focus on nurturing India’s startup landscape by driving cutting-edge innovation. Under the overarching theme of automotive innovation, this latest edition seeks to cultivate forward-looking solutions that address the future of mobility.

Startups are invited to present groundbreaking ideas across a wide spectrum of fields, including artificial intelligence in automotive, vehicle-to-everything intelligence, sustainable and circular economy models, electric vehicle charging infrastructure, connected services, manufacturing, vehicle technology and logistics and supply chain. A jury composed of senior leaders and experts from industry, academia and corporate sectors will assess submissions based on originality and practical feasibility.

Participants selected for the programme will receive mentorship from the company and its network of ecosystem partners. They will also gain access to development resources, testing opportunities and potential grant support at the jury’s discretion. Submissions opened today and will close on 30 April 2026. Shortlisted teams will undergo mentoring sessions leading up to Demo Day on 1 June 2026.

Since its inception in 2019, the programme has been instrumental in fostering breakthrough mobility solutions. Across the first five seasons, it drew over 1,550 entries, with more than 290 teams shortlisted in the initial rounds. These teams benefited from mentorship provided by over 100 experts, including leadership from JSW MG Motor India and its technology partners, making it one of the largest mentoring initiatives in the automotive sector. To date, 51 startups have been shortlisted through the programme and are actively engaged in pilot projects.

Anurag Mehrotra, Managing Director, JSW MG Motor India, said, “Innovation remains the cornerstone of JSW MG Motor India’s vision for India, and we remain committed to nurturing this value through multiple initiatives. This new edition of MGDP aims to empower ambitious start-ups working across new energy, autonomous and connected mobility technologies. Together, we hope to shape a future where technology meaningfully enhances every customer’s experience.”

Sanjiv Singh, Joint Secretary, DPIIT, said, “Startup India, DPIIT is committed to supporting initiatives that foster collaboration, create opportunities for young talent and encourage India-specific innovation. We are delighted to partner with JSW MG Motor India for the new season of MGDP. This collaboration reflects our shared commitment to nurturing India’s future workforce and fostering a culture of practical problem-solving.”

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